Pengaruh Strategi Adaptasi Promosi terhadap Citra Merek KFC di Pasar Indonesia dan Singapura

Abstract

This study aims to analyze the comparative strategies of KFC’s Promotion Mix in two contrasting Southeast Asian markets, Indonesia and Singapore, and to examine their impact on Brand Image formation. Employing a qualitative comparative approach using Systematic Literature Review and factual industry data, the research compares KFC's promotional adaptations against its Global Standard (US) and interprets them through the lens of Cultural Theory (Hofstede) and Glocalization. The findings reveal a contrasting High Adaptation: in Indonesia, the promotion strategy is dominated by an emphasis on price value and communal themes (family), aligning with Collectivism culture and high price sensitivity, which results in a Functional Brand Image (affordable and reliable). Conversely, in Singapore, promotions focus on digital innovation and individualistic lifestyles, aligning with higher Modernity and Individualism, which forms a Symbolic Brand Image (trendy and modern). The conclusion asserts that the Promotion element is the most flexible and effective tool for global fast food companies, enabling KFC to achieve successful Glocalization by maintaining core brand consistency while building a contextually relevant Brand Image in both markets.